Rite Aid Tries 3-D Kiosks, Puts Loyalty In Your Face

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Rite Aid (NYSE:RAD) shoppers in New York and Los Angeles will get a chance to experience glasses-free 3-D videos in the chain's new loyalty-program kiosks, Self Service World reported on Tuesday (June 4).

The kiosks, which project holographic 3-D images in front of the kiosk screens, also include interactive touchscreens that provide wellness information, and Rite Aid promotions, rewards, coupons and product samples. Loyalty program members will also be able to access account details and load digital coupons to their accounts once the first kiosks have been rolled out to 200 NYC and L.A. stores.

Depending on how well the kiosks work out, they may eventually be rolled out to more of the chain's 4,600 stores.

Yes, it's a gimmick. But it's hard to imagine why it has taken this long for some chain to use holograms in a display, especially considering the popularity of 3-D in current movies (and the fact that moviegoers will actually spend a few dollars extra to wear those glasses and see things getting thrown at them).

Loyalty kiosks are, by definition, not inherently exciting—they're like ATMs, but without money. But the idea of jazzing them up with 3-D is only a little silly. It's entertaining for the people in the loyalty program, at least the first few times. It's likely to be more entertaining for their kids. More important, it could be enough of an attraction to bring new people into the program, or at least bring it to their attention.

All that, of course, will depend on how good the 3-D imaging is on the kiosks. If it's good enough to make kids want to wave their fingers through the images and it actually manages to pull in new loyalty members, it could be worth the trouble for Rite Aid—at least until the next fad comes along.

For more:

- See this Self Service World story

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